Archive for the ‘seminar’ Category


The Three Biggest Reasons Businesses Fail…And What To Do Instead.

By: Dave Dee on: September 19th, 2014 1 Comment

We’ve all heard and read about the alarming 80% rate of small businesses that fail in their first 18 months.

It’s been reported by many sources including Bloomberg, the leader in reporting financial and business information

So when I read an article the other day that said 90% of info-marketing businesses fail, it upset me.

I thought to myself, “but why?” This is a formulaic business that anyone can do successfully.

My next thought was… “What can we learn from the businesses that have crashed and burned?”

From years of experience from both running my own businesses and also working with and training hundreds of business owners and info-marketers to build successful, long-term businesses, I have found three main things—that when missing, inevitably shorten the life of the business and cause failure.

I’m not talking about the typically things that you see listed such as running out of money, no business background, no clear unique selling proposition, and so forth. The following are specific to why info-marketing businesses fail, and more importantly what you can do to make sure you don’t experience the same fate.

Reason #1: Inadequate Marketing Research. According to Robert Skrob, President of the Info-marketing Association, the #1 reason he sees info-marketing businesses fail is inadequate research.

Solution: Don’t assume you know everything you need to know about your market. Just because you’ve been living in an industry for a long time doesn’t necessarily mean you don’t need to do additional research.

Thoroughly research your market. Interview potential customers to find out what they want and how they want it delivered. For example, do they prefer to receive your information in a video format or at a live seminar? The answer may surprise you and if you skip the research, you may end up wasting time and money creating the wrong product for your niche.

Reason #2: No continuity income. Continuity income is money you receive on a continual ongoing basis. For example, a membership program where people pay $59 each month for a newsletter. Too often businesses rely on a single sales model—meaning each month they start over selling their programs, books, seminars, etc. The result: until they sell something, they aren’t making any money.

Solution: Create continuity programs so that you start each month with customers already purchasing your products—in other words you have guaranteed income.

Not only do you have consistent income that provides you with cash flow to pay the bills, but as your customer base grows, so will the number of people participating in your continuity programs. This means your income will grow. Plus, because your continuity income is paying the bills, when you hold an event or have a big promotion, you’ll be able to pull out the money you make from it in profit instead of having to use it to pay bills.  GKIC introduces success-minded business owners to their gold membership program by offering a two-month free trial. 

Reason #3: Random Marketing Process. Too many businesses have no marketing systems in place. They run a campaign or promotion, get some customers, fulfill their orders and then have to start over again. Or they only have part of the system in place—such as the sales letter, but no system to continually attract prospects to it. Or no follow-up system.

Solution: If you want to experience a thriving, successful info-marketing business, and truly unlock the freedom and info-marketer lifestyle you dream of, then pay close attention. The secret is to build an automated marketing process.

This process includes marketing systems that continually attract new customers and feed them into a sales funnel that shows customers how you can solve their problems and then invites them to make a purchase.

After they’ve purchased from you, another sales system invites them to make additional purchases from you, including joining your continuity program.

One thing to note, while you can, in essence, create these once and let them run on auto-pilot, you’ll also want a system to track and monitor your results.

It’s also a good idea to use different systems along with testing new ones.

When you do the marketing research, put programs in place to generate continuity income and build an automated marketing process, you’ll have the three key factors that drive a long-lasting, mature and highly successful info-marketing business.

NOTE: Want to avoid making the mistakes that make info-marketing businesses fail and instead enjoy the easiest way possible to generate quick and sustainable wealth from your info-marketing business?

Then be sure to join us for our 2014 Info-SUMMIT.

For more information or to register now click here NOW

 

The NFL Draft formula for developing ‘superstar’ customers

By: Darcy Juarez on: May 13th, 2014 2 Comments

With the National Football League (NFL) draft just winding up this past weekend, I couldn’t help but think about the similarities between football player and customer development.

There were 256 players selected in the 2014 NFL Draft. These are the top tier, the best of the best that made it through. But think about what it took to get those players to this level. From pee wee leagues to school teams to college and finally the NFL—it’s a journey that doesn’t happen automatically.

It’s the same with your customers. Even your immediate stand-out “stars,” for the most part, won’t be apparent overnight and will need nurturing from you to turn them into “your best customers.”

When you do take customers through this “nurturing journey,” your business will experience explosive growth and profits.

To get a better understanding, let’s look at the progression of an NFL player.

Most, if not all, start out in a pee wee football league. At first, it’s to try out football—maybe see if they like it, learn the fundamentals and decide if they will continue to play.

By middle school a few will be weeded out when they try out for their school team. Some may decide that football is not for them and will take an entirely different path altogether. However for those that want to keep playing, for the most part, there will be a place for them, even if it’s just practicing with the team and riding the bench.

By high school, you have a variety of player levels—from the guy riding the bench hoping to get in the game to the hometown football hero who is the star player of the team.

To get to the college level, players need to capture the attention of the college coach and prove they have what it takes to move up to the next level.

At the college level players must play well enough to make an impression on at least one team in the NFL.  Another way for players to get noticed is through events such as Pro Day, where eligible players from the college work out for NFL scouts.

Now let’s translate this process to your customers.

Prospects and new customers are like your pee wee league. They are just getting their feet wet—showing interest in your product or service. Here’s where you encourage leads to sign up to receive your content so you can try and move them to the next level.

This next level is sort of like middle school. They are learning more about you and how to use your product and service. Here you must nurture them to move them up.

Some may have purchased from you at this point. Some may fall off here and decide your product or service isn’t for them. Both are okay. However you want to make sure they haven’t fallen off too soon. Perhaps they need more nurturing. Or similar to a growing young man, maybe they need more time to develop. Deliver the information they need and give them time to develop by approaching them in different ways to make sure you don’t cut someone loose prematurely.

Once you’ve turned browsers into buyers, you have moved your prospects into the high school phase. This is where you want to really deliver the right type of content, products and service that will encourage them to keep going and become even better customers.

Your customers that take your upsells and move into your ongoing programs, these are similar to your college level. They match what you are looking for in an ideal customer. Here you want to have a long-term strategy to keep them growing.

Your very top tier customers, the ones you’ve developed the best, are similar to the players that enter the NFL draft. At this point you’ve made these customers into your superstar customers. They are the ones that buy everything you offer, come to all of your events, and refer you to others.

Similar to football, your prospects and customers need cultivating to move them up through the progressive stages of a customer. Once you have all the core categories of customer development working in full harmony together in your business, you’ll finally be able to move every customer you acquire through the progressive stages and experience explosive growth.

NOTE: During our upcoming GKIC Fast Implementation Bootcamp (FREE to GKIC members), I’ll take you through the seven core stages of customer development that take you from prospect to ‘superstar’ customer status and show you exactly how to get these stages working in harmony. Plus I’ll reveal the behind the scenes and step-by-step forensic analysis of “blockbuster” GKIC campaigns that take our customers through each of these stages so you can model your own business to do the same.

For more information or to register for our next Fast Implementation Bootcamp visit: http://gkic.com/bootcamp

If you’re not a member but would like to come to the bootcamp you can go here and take a trial membership which allows you to attend or click here and invest the non-member rate to attend.

A Better Way To Win: 5 Entrepreneur Do-overs Inspired by the “Seahawk Experiment”

By: Dave Dee on: January 23rd, 2014 1 Comment

After 17 weeks of NFL regular-season games and three rounds of playoff games, the best teams have emerged for the Super Bowl—the Seattle Seahawks being one of them.

And I can’t help but wonder if their success has to do with the experiment that’s been taking place.

You see Seahawks Head Coach Pete Carroll is doing things a bit differently.

Inspired by a previous failing, being fired in 1999 as head coach for the New England Patriots, this new approach is based on a “do-over” list Carroll made while rebuilding his reputation as a college coach.

In part, this experiment revolves around player characteristics and the challenges they face.

Interestingly, I noticed that entrepreneurs exhibit similar characteristics and face similar problems.  For example, NFL players are highly competitive. They often feel isolated and alone—and need someone to talk to.  Their health and sleep can be affected—and as a result their mental well-being can suffer.

Similarly entrepreneurs often want to be the best at what they do; feel isolated and alone; and face sleep deprivation worrying about their business, often neglecting their health in exchange for reaching success.

The thing is… it doesn’t have to be that way. Seeing these similarities, Carroll’s list inspired my own entrepreneur “do-over” list.

1)      Make time to interact with successful entrepreneurs. Being an entrepreneur can feel lonely at times. Even though you may have a lot of friends and family, working in isolation, along with friends and family  often not understanding what you are going through, can make you feel alone.

Interacting with highly successful entrepreneurs who are living the lifestyle you want helps remove that lonely feeling. This gives you someone to talk to who “gets it” and can inspire and motivate you.

Don’t know where to meet successful entrepreneurs? Traveling to conferences and/or joining mastermind groups are two of the best ways to meet the right people. No matter what your plan is though, do whatever it takes to get time interacting with other entrepreneurs. Also, you’ll get more out of face-to-face interactions and phone conversations because you’re more likely to establish a solid connection that will grow.

Tip: GKIC is full of like-minded entrepreneurs and a great community for meeting successful entrepreneurs. You’ll find our most successful and wealthiest entrepreneurs at our semi-annual events, Super Conference℠ and Info-SUMMIT℠ and as members of our coaching and mastermind groups. You can also connect with entrepreneurs at GKIC Chapter meetings and on our GKIC members’ only social site.  (Not yet a member? Receive 2 months free membership and $633.91 worth of moneymaking information here.)

2)      Do whatever it takes to put systems in place that automate your business. If you don’t have reliable systems in place that will give you predictable results, you will always be running yourself ragged.  Systems that automate your business allows you to work less and earn more, allowing you to live life on your terms while giving you time to take care of yourself.

Tip: Tap into the systems and resources GKIC uses to automate our business at our annual events, Super Conference℠ and Info-SUMMIT℠. Not only will you have a chance to personally see live demonstrations of the systems that are working best, but you’ll have an opportunity to speak to representatives from the companies we use so you can determine which ones are the right fit for you. This is also THE place to get the best deals, free resources and save a bundle.

3)      Take care of your health. It won’t matter if you reach your business goals if you’re not healthy enough to enjoy the freedom and wealth you’ve created. Plus sleep deprivation, unhealthy eating and lack of exercise are not the best formula for breakthrough thinking.

Tip: Avoid “entrepreneur overload” by taking short daily breaks. Breaks might include some exercise or relaxing with a good book. This can be just what you need to improve productivity, come up with new ideas and can actually be the solution for giving you more time in your day.

4)      Do better than you’ve ever done before. Anthony Robbins said,“Do what you’ve always done and you’ll get what you’ve always gotten.” You don’t have to improve everything in your business all at once, however, you should pick something you will do better this year such as getting more customers or increasing the lifetime value of your customer. No matter what you choose, pick something measurable that you will do better at.

Tip: Once you’ve picked what you want to get better at, don’t reinvent the wheel. Find a proven model to emulate and use that as your guide.  Don’t be afraid to ask other successful entrepreneurs what they would recommend.

Bonus tip: Take the time to learn techniques that will help you tap into your full potential such as speed reading. Being able to learn faster and retain information better can help you achieve your goal while freeing up your time.

5)      Keep up on business trends. Don’t assume or think you know it all.

Just because something is working well today, does not necessarily mean it will continue being effective. Not knowing what is going on can cause you to fail.

By keeping informed of what is working, what’s not working and business climate changes that can affect your business, you can avoid engaging in something that is no longer working and/or make changes to your business to keep ahead of the curve.

Tip: Don’t copy what other businesses in your niche are doing, unless you have proof that what they are doing gets results. Learn by finding out what the top 1% are doing.

Learn from these “do-over” tips to get better, bigger and faster results and avoid the inevitable failure that is linked to ignoring them. I’d love to hear what would be on your “do-over” list. Please leave a comment about what you’ve do differently now than when you started.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

3 things that can help you get everything you want in life

By: Darcy Juarez on: January 21st, 2014 4 Comments

“Those few days in Texas, changed my life.”

That’s what John Mulry wrote to me in an email a few months ago.

He started his email, “You’ve had a massive influence on my personal development. It was this time last year I made the decision to fly half way around the world from Ireland to attend the GKIC Fast Implementation Bootcamp.

He’d written to thank Dave Dee and me and to let us know he’d also completed a book.

His book details his transformative journey from feeling lost and alone with no direction to the success he’s found today.  In it, he shares what he believes is the key to getting everything you want in life.

After receiving messages like this over the past couple of years here at GKIC, I’ve identified some common denominators for these life transformations.

Some of the same reasons John succeeded are the very things that can make you more successful this year…

1)      Pick One. Often there are so many different things you want to do. And you’re trying to do them all. I’ve seen people try to add info-marketing, write a book, improve their copywriting, and do a big launch…all at the same time.

Decide on one thing that will impact your business the most and commit to completing it. For example, maybe adding coaching will give you the biggest benefit. For the time being, just focus on getting your coaching program up and running and say “no” to other big ideas for now.

Side note: This doesn’t mean you should abandon things like marketing your business or keep up with the things already working in your business. Nor does it mean you can’t or shouldn’t come back to those other items on your “to do list.” It just means you should focus on completing one big business idea at a time instead of trying to do multiple projects.

2)      Remove yourself from your everyday environment. Sometimes you get caught in the hamster wheel… so caught up in the day to day and too close to things that you can’t see what would truly make your business better. Not to mention it’s difficult to make huge improvements when you are surrounded by constant distractions.

Think of it this way, have you ever been at home wanting to relax but things that need to be done keep “calling your name?” Like the laundry, bills that need to be paid, the dishes in the sink, etc. You almost have to leave the house to avoid the distractions.

It’s the same with your business.

Getting away from your business allows you to think. It allows you to see your business concentrate on figuring out how to do things better without constant interruptions and diversions cluttering your mind.

Schedule time away from your business to contemplate new ideas, think and work ON your business instead of IN your business.

3)      Don’t go it alone. Sometimes you need someone outside your business to help you connect the dots.

For example, say you know you need a marketing funnel in place, but you’re not quite sure how to go about it. Because you’re unsure, you do nothing.

By receiving feedback from other successful entrepreneurs, a mentor or a coach, you can fill in any missing pieces and get tips based on successful outcomes. This not only makes it easier, but you’ll feel much more confident about your decisions too. And when you feel confident, you’ll more likely to put your plan into action.

Decide that this is YOUR year. Ditch the distractions, focus on one big idea at a time, and get feedback from people you trust to help you move forward with new ideas.

Do you have examples where one or more of these ideas helped you make a breakthrough in your business?  Share your story in our comment section.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

One cool strategy that you can use to make more money now

By: Dave Dee on: January 7th, 2014 3 Comments

Recently I read that the travel website Orbitz is experimenting with a new pricing strategy to boost online sales.

Their plan: Show higher priced hotel offers to Mac computer users.

Why? Their research shows that Mac users’ spending habits are higher than PC users.

Orbitz found that Apple users spend as much as $30 more a night on hotels and are 40%-50% more likely to book a four-or-five-star hotel than PC users. They also found that when Mac and PC users book the same hotel, Mac users tend to stay in more expensive rooms.

Smart strategy. My guess is that they will not only get their Mac customers to respond better, but that these customers will spend even more.

However, most business owners don’t think like that. Many sales people and business owners are more compelled to reduce their prices, often without research or any real marketplace pressure.

It’s unfortunate, because when that happens, business owners are damaging their profitability—and may even lose customers because of it.

Dan Kennedy says, “Your prosperity begins with your price strategy.”

No business owner can haphazardly set prices or change them with no regard for his customers’ abilities and willingness to pay or without regard to competitive factors. But, you can’t let price paranoia or over-optimism about what you think your prospects and customers will pay rule your choices.

If you do, in many cases you’ll be wrong.

Case in point, a business owner I know was a shoe-in for a major project with a Fortune 100 company. Going in as the only referral, he was told the proposal was pretty much just a formality. That protocol required them to get bids. He submitted his proposal feeling confident he would get the business.

When he didn’t win the contract, he inquired why. The company told him that when they saw how low his price was, they thought maybe he wasn’t as good as they were told.

A higher price can reassure your clients, customers and patients that what you offer is high quality and of more value. Likewise, a lower price might be sending the wrong message.

Like Orbitz, it’s always smart to know who your target audience is and what their spending habits are.

So do a bit of research and test prices. You may be surprised to find that pricing your products and services higher will increase response and produce more revenue.

In Dan Kennedy’s No B.S. Price Strategy Book, several case studies are presented to support this.

For example, in one price test, a B2B newsletter tested pricing of $97 versus $127. Many would think that crossing the one hundred dollar line might suppress response. However, in this case, the $127.00 price pulled 11% higher response. The higher response combined with the higher price resulted in 45% more revenue for this company. (Source: TargetMarketing.com)

The point is… don’t reduce your prices without any evidence. Always test and re-test frequently to see what the market will bear. And remember, higher prices don’t necessarily mean poorer response. In fact, you might be able to work less and earn more this year, simply by changing your price strategy.

Do you have a story to share about testing your products and services at a higher price? What were the results? Leave a comment below.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

How to get your customers to open, click and buy, no matter how weak your subject line is

By: Darcy Juarez on: November 26th, 2013 8 Comments

It was a big task…

And one I wasn’t entirely sure I could accomplish.

The task?

Improve our email open rates, click-through rates and revenues.

I’d just started at GKIC and, although confident in my abilities, I was still slightly skeptical.

Because while I could find good copywriters that could write better subject lines, calls to action and so on, our list was somewhat “damaged.”

Meaning that some of the emails we’d been sending had damaged our reputation.  And reputation in this business, as I’m sure you’re intensely aware, is everything.

Allow me to elaborate…

If all you do day after day, week after week is send a short email trying to sell something with no usable content, eventually your subscribers stop opening your emails and unsubscribe.

Even if once in a while you send a great email with amazingly good information, it won’t matter. Because all the poor content and flood of promotional offers has killed your reputation.

It works the other way too.

If you send emails with good content, valuable offers and relevant information, your list will continue opening your emails, even if you miss the mark once in a while.

In fact, you can build such a good reputation that it won’t even matter what your subject line is—just the fact that it’s from you will be enough to compel people to open your message.

Here are some things to help build (and keep) a positive reputation with your email list:

Mix things up. Don’t pound your list with stuff to buy.

Yes, it’s okay to sell through email, but if every email is a straight sales pitch—especially a sales pitch which has absolutely no message other than to say “buy now,” you’ll lose your list.

Use a combination of promotional emails, acknowledgement and follow-up emails, customer service emails, and informational emails.

Also, instead of always making offers that ask people to buy from you, give your readers free items that are valuable and relevant.

Review your email schedule to make sure you aren’t too heavy in one area and constantly evaluate to see where you might need to change the mix because of something going on.

For instance, when we launch a product, we may cut back on our regular email schedule because we know we’ll be sending a lot of other emails that are relevant to the launch.

Don’t assume your content is compelling. You must consistently deliver good content. The unfortunate part of this is that what you find interesting might not always be the same as your audience.

For instance, you may think that the story about what chemicals go in your product is fascinating, but does your audience really care? Always ask yourself:

  • What is this message about?
  • Do my subscribers care about the topic?
  • Is it clear what action I want my subscribers to take?
  • Is it relevant?

Remember the power of one. When you are deciding what to write, pick one idea to cover per email…and then stick to it.

Keeping the focus on one idea makes it easier for people to remember your lesson or take away what you want them to do which in turn makes your emails better.

For example, if your subject line is “10 Reasons Why You Should Eat Healthier,” then you want to stick to why your audience should eat healthier and not stray into what they should eat to be healthier.  If you find yourself introducing a new topic, cut that part out and save it for another email.

Always keep in mind your “big message.” Your “big message” is the one you want to resonate with your readers. In the case of GKIC, our big overall message is that this is the place for prosperity for small business owners and entrepreneurs. Everything we do is to help you be more successful and prosperous.

Keeping your big message in mind gives your emails a consistent feel which keeps your readers coming back for more. If you wander too far from this “ big message” then you may find you are losing subscribers due to the fact you are no longer delivering what they signed up to receive.

Make it easy to read.  There are several things you can incorporate into your writing style that will make your emails easier to read. For example, use clear, concise language. Use a mix of short and long sentences. Write to express, not impress by using more common words and writing at a 5th-7th grade literacy level. (Find out more about using your “readability” feature in Word to check this in my article: Six Pro Copywriter Tips to Make Your Copy As Strong As Possible

I’m happy to report we’ve greatly improved our email open rates, click-through rates and revenues thanks to the efforts of our marketing team and super copywriters.  (Obviously it would be better to avoid this problem to begin with as, if your list is too severely damaged, the only solution might be to build an entirely new list from scratch.)

Follow these guidelines and you’ll not only develop a great reputation for delivering quality content, you’ll gain more loyal and dedicated prospects and customers.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials. 

Five Things You Can Learn From Olympians About Winning In Your Market

By: Darcy Juarez on: November 19th, 2013 4 Comments

Have you noticed all the commercials with Olympic athletes lately?

With the February 2014 Winter Olympics approaching, commercials featuring Sochi-destined athletes  have ramped up. But you might have noticed that, even though there are a lot of extremely talented Olympian athletes, most of them are never mentioned. The ads pretty much only feature gold medalists. Why? Because people like to be associated with people and things that are number one, so winners tend to get the big payoff.

The thing is… in reality, the guy who won the Gold might only be a few tenths of a second faster or a couple of tenths of a point ahead of the second, third and fourth place finishers.

There are a couple of points to take away from this. First of all, you are probably closer to being the big winner in your category than you think. Second, if you want to be remembered and stand out ahead of the competition, you should compete to win…otherwise you’ll blend in with the rest of the pack and your business and income will fall behind.

The truth is, like in sports, there are a few things that winners consistently do that make them rise to the top. Here are five things Olympic Champions do which you can apply to your business that will plant yourself firmly in the winning position.

1)      Don’t stop short. Many races have been lost because a competitor glided in or didn’t finish hard all the way to the end. In marketing stopping short equates to doing a one-shot mailing.

Take the example from Magnetic Marketing, in which Dan Kennedy shows a company in a business-to-business market using the three-letter Giorgio system to sell coupon books. (You can view the entire Giorgio letter system in Magnetic Marketing.) The first letter elicited a 7% response. The second letter brought in 8% and the third letter, 3% for a total response of 18%. But had they stopped after the first letter, like most businesses do, then they would have left 11% on the table.

I can show you case after case where people would have lost out on extra income had they stopped short after making only one contact. So to win the biggest return, never stop after one contact.

2)      Narrow the field to dominate. Imagine if a downhill skier decided he was going to compete in cross country skiing too. Because he was short of resources to sufficiently compete in both (specifically time necessary to train effectively in both,) he could pretty much guarantee he wouldn’t win at either. But putting all his time, energy, focus and resources into a narrow, manageable sport, he greatly enhances his chances to win.

Similarly, by zeroing in on a manageable audience (for example, they all live in the same area, or they all do the same thing) and shrinking that list to a size you can afford to market to, you can quickly become the dominant presence in your target market.

3)      ALWAYS go for the extra point. A gold medalist always goes for the extra point, that “maneuver or technique” with the higher degree of difficulty. For your business, going for the extra point means always going for the upsell. You won’t get it all the time, but about 20% of the time people will take it.

4)      Follow the rules. Athletes who don’t follow the rules get disqualified. Similarly, businesses who think direct response marketing rules don’t apply to them because their business is “different” are effectively disqualifying themselves from winning.

Knowing the rules of direct response and applying them consistently to your business will make you pull far ahead of the businesses who don’t follow them. (To get all the rules, check out chapter one in Dan Kennedy’s No B.S. Direct Marketing Book.)

5)      Have a playbook with winning strategies. Whether it’s an individual sport like boxing or a team sport like basketball, athletes have some sort of playbook they refer to that has “winning moves.” That is they have specific moves or a combination of moves that most of the time give them the desired effect. In business you need to have systems that are going to reliably and predictably give you the desired result.

For example, at Fast Implementation Bootcamp, one of the “plays” we give attendees is the “Lost Customer Campaign” which reliably, predictable and consistently generates immediate cash for business owners.

Having go-to strategies you can use when you need to generate more leads or weed out “lookers” from “buyers” or turn a free offer into a paying customer are important when you want to win. Without them, you waste a lot of time and money on ineffective methods, not to mention, the person with the right plays will beat you at business every time.

The thing about winning is that everyone is capable of doing it. You just have to know the right things to do and then do those things more consistently than your competitors. Use these five strategies and when you do, you’ll gain huge strides in your market and there is a better chance than not, you’ll come out on top.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials. 

What This Crazy World Series Can Teach You About Becoming An Instant Hit

By: Darcy Juarez on: October 29th, 2013 3 Comments

This past weekend the “water cooler” talk has hit a record high for the World Series.

Even if your team didn’t make it to the World Series this year, (my Cubs didn’t,) my guess is you’ve at least heard something about the crazy endings to games 3 & 4.  You might have even been curious enough about what you heard to find a replay of the “first walk-off interference play” that lead the Cardinals to a win in game 3.

The topic trended on social media sites…increased the number of overall viewers by 15% over last year…and drew six times the number of tweets as anything else on opposite of it Saturday night.  Fox analyst, Tim McCarver said fans tuned in and talked about the event “at levels not seen in years.”

Similar to promoting a television event or show, marketing your business is a contest for people’s attention.  You want to continually strive to get people to react to your messages, talk about you and take you up on your offer…at “levels not previously seen.”  Here are three ideas to attract more attention that you can “borrow” from the 2013 World Series:

1)      Don’t be afraid to be a bit crazy. Granted no one, not the networks, the Cardinals, the Red Sox, analysts, etc., could have predicted these crazy events would happen, but as a marketer you can intentionally create some “crazy moments” for your prospects.

Dan Kennedy says, “The worst marketing sin you can commit is to be boring.” Create marketing that is exciting and outrageous…something that makes your peers, maybe even yourself, cringe a bit.

Tell a funny or embarrassing story that people won’t be able to resist sharing. Send a note on a balloon, a lunch bag, or a placemat. In other words, make your marketing fun. (For Outrageous Advertising examples, check out Outrageous Advertising Workshop & Swipe File.)

In No B.S. Business Success, Dan gives an example of how ad-man turned TV commentator Donny Deutsch went after (up to that point) the largest client of his ad career. A $3 Million dollar account, it was an auto dealer association. Despite the fact that Deutsch had no auto industry experience and no TV experience (which was the media the client primarily used,) he won the account against bigger and more experienced competitors using an outrageous idea that included delivering car parts from a junkyard to the client with different marketing messages. For instance a headlight was sent with a note promising bright ideas. (Get the full story in Chapter 6 of No B.S. Business Success.)

You have the opportunity to get people talking about your ad around the “water cooler,” sharing it on social media, and showing it to their friends. What can you do to create some “crazy” moments in your customer, client or patient’s day that will get them talking?

2)      Pique curiosity. You must admit that reading headlines such as “Cardinals Win Game 3 of World Series on Crazy Final Play” and “Call of The Century: Cardinals Win On Obstruction” make you wonder what happened at the very least. And the more you hear about it, the more you want to find out what happened.

Take the time to learn the fundamentals of crafting a compelling sales message. When you do, you will have the tools to consistently be able to create curiosity and other elements that will drive your prospects to want to find out about your products and services…and ultimately buy from you.

3)      Understand what triggers response.  The obstruction call and the pickoff throw that ended games 3 & 4 respectively, were not the only things that contributed to the win. Home runs and errors could have easily been the subject of the headline here, but that isn’t how top media chose to hook their readers, viewers and listeners.

Ask yourself why that is.

Of course, getting people to respond to your marketing goes deeper than just picking the right hook for your headline.   You must know and understand what will get your target audience to continue reading and what will make them want to whip out their wallet and buy…and what will cause them to keep their wallet comfortably resting where it is.

Let me show you what I mean…Your headline has a big job. It must telegraph your news, idea, or breakthrough and “sell” people on reading the rest of your ad. Its first job is to compel people to stop whatever they are doing and instead shift his/her attention to your message.

Once you’ve successfully shifted their attention, you need to push their hot buttons by addressing what is keeping them awake at night.  Then make sure your offer creates believable urgency as to why they should respond to you immediately. You want to all the triggers in place so by the end of the ad, you close the sale.

For example, Chauncey Hutter Jr. of Real Tax Business Success runs an ad shortly before the April 15 tax filing deadline with a headline that says, “Warning! Procrastinators: If you have NOT filed your taxes yet, read this now!” His ad copy triggers the fear and stress he knows people who have put off filing their taxes are feeling. In the end he offers to solve their problem, eliminating their pain. And by sending this ad out near the tax deadline, he creates a believable urgency that gets them to take action.

Using direct response triggers such as the attention-grabbing headline, emotional triggers, and believable urgency will consistently generate higher response.

By always looking for exciting ways to present your product or service, understanding what will get people truly interested, and knowing how to make them respond, you’ll not only get people talking about you, but you’ll create some dramatic sales and marketing breakthroughs that will add to your bottom line in a big way.

NOTE: If you want the fastest way to make your business, products and services an instant hit and ensure that next year, you are at the top of your game, I highly recommend you attend the upcoming FREE Fast Implementation Bootcamp taking place in December.

You’ll discover:

  • The “8 Direct Response Triggers” that you must know in order to double or triple response.
  • How to drive Massive Amounts of qualified traffic to your website.
  • How to craft a captivating message that will persuade your prospects to buy in droves.
  • The Secret to transferring winning campaigns from one industry to another.
  • Outrageous advertising that cuts through the clutter and gets you noticed.
  • And much more.

Find out more and register here www.gkic.com/bootcamp.

Six Ways To Prevent Your Business From Being “Shutdown”

By: Darcy Juarez on: October 1st, 2013 3 Comments

Today, the U.S. government shutdown for the first time in more than 17 years. Reading the paper and listening to the news there’s a lot of debate about what a shutdown will mean.

But one thing is certain, the shutdown will be temporary.

The government will soon be back doing what it does for better or for worse.

However there is no debate about what that would mean should a “shutdown” occur in your business. It could fold with devastating consequences to the livelihood of everyone involved.   For some business owners, it’s a real looming threat that they live with on a constant basis. For others, unfortunately they aren’t aware of the dangers lurking, until it’s too late.

Just last week I was talking with a friend about a retail business in her area that had been thriving. She said that changes in Google caused this business to shutdown virtually overnight. The owner had to move in with relatives and is struggling to build a new business.

A small restaurant owner in Jacksonville, Florida recently talked about how new changes to tax laws pertaining to staffing were making it more difficult for him to be profitable. He had to eliminate staff causing him to increase his personal workload to 80 hours a week and is now debating whether it’s worth it to continue running his business.

It can happen to large companies too of course.  After being considered in danger of closing for several years, aerospace giant Boeing announced they would be closing their plant in Long Beach, California for good in 2015, affecting 3,000 workers who will lose their jobs.

The thing is, you don’t have to live with that looming “shutdown feeling.” Here are six things you can do to create growth in your business and feel confident you can prevent yourself from going out of business.

1)      Choose the right market for your business. When you target exactly the right market, you will eliminate wasting valuable marketing dollars and instead get maximum results from every marketing piece you release. Do this by creating a very detailed and clear picture of your ideal customer and limit yourself to a responsive market willing to spend money.

2)      Make your business the clear choice for your prospects and customers. When you make your product or service stand out as the only clear choice for your prospects, you’ll eliminate competition. Do this by making your Unique Selling Proposition irresistible.

3)      Diversify your marketing. Unfortunately for the retail business I mentioned earlier, they limited their advertising to using one vehicle—which meant that when Google made some changes, they were put out of business. Had they built up an email list and a mailing list, they would have still had other ways to market and sell their products. If you are relying on only one channel, you are putting yourself at great risk of being shut down—maybe even without warning. Be sure to integrate both online and offline marketing campaigns and you won’t have to worry about changes in rules and regulations shutting you down.

4)      Learn how to craft compelling messages. There are fundamentals of writing a message that gets your prospects to take notice, pay attention and open their wallet and buy from you. Invest the time to learn these fundamentals, even if you hire someone else to write your messages. (Note, if you are hiring someone to write for you, be sure you ask these seven questions) .

5)      Have a few campaigns ready to execute when you need immediate cash flow. When you have campaigns proven to generate cash each time you do them, you’ll relieve a lot of worry and stress and be able to bring in money on demand. For example, the “Lost Customer Campaign” we teach at Fast Implementation Bootcamp is one of attendees favorite campaigns as it always generates business and is a strategy many businesses have used to solve a cash flow problem.

6)      Expand what you offer. Boeing is closing its doors because they are no longer going to make C-17 cargo plane which is what is built at the Long Beach facility. If the facility would have looked toward expanding what they do, they may have had a plan in place that would have derailed their closing. For instance, they could have looked at building parts for repairing multiple types of planes.

Just as putting all your “eggs in one basket” for your marketing can lead to closing your doors, so can focusing too much on one product or service. Think about what else you can offer in order to have multiple streams of income coming into your business. For example, the restaurant owner I mentioned might think about offering his own line of products—special salad dressings and sauces. This would add income without having to increase staff. He could also add recipe cards or create information products that teach people how to cook.

The government shutdown is a harsh reminder of a reality no business owner ever wants to face. If you want to stop living in fear of having your business being shut down and grow your business instead, implement as many of these ideas as possible. You’ll eliminate wasteful spending, frustration, worry and fear and find you’re not only more relaxed, but more profitable too.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials. 

 

Independence For Sale. Who’s Buying?

By: Dan Kennedy on: June 25th, 2013 No Comments

“Most of us have two lives. The life we live and the unlived life within us.”

—Stephen Pressfield, American author

According to USA Today, the first newspaper printing (dated July 6, 1776) of the Declaration of Independence will be auctioned off next Tuesday.

The Declaration of Independence, of course, documents the United States’ reasons for declaring freedom from Britain. It states that all men have certain rights…and that should the government become destructive of these rights, it is the right of the people to alter or abolish it.

I’ve heard of business owners creating their own “Declaration of Independence” stating what they believe their business should provide for them…

Wealth is the most obvious thing.

But obviously there’s more to it than that…

People want a business that holds their interest.  A business that keeps you involved and gives you an opportunity to keep getting better at what you do.

A business that gives you a sense of accomplishment…a feeling that you are making a difference …and brings you satisfaction and happiness.

But the number one “Declaration of Independence item” people say they want from their business?

Independence.

Wouldn’t you agree?

You want the freedom to do as you please, work with who you want, when you want and where you want…and to have the financial security that lets you do that.

But what often happens is that business owners, even if they declare freedom as their number one goal, end up burning the candle at both ends. They work long and hard like a dog and even if the accomplishment, the being in charge, the making a difference, the money is there …all of it…the freedom is missing.

So the #1 thing they set out to accomplish is absent. And they’re afraid to change anything because they are afraid of risking what they mistake as “security.” The truth is, if you are doing all the work, or are very closely tied to it, then you don’t really have security.

Because what happens if you can’t do the work? What happens if you get sick? Or need to take time off to help family and you aren’t available to do all the work? Then what?

What happens if regulations change causing changes to your business? Then what?

Or what if your products or services become antiquated?  Then what?

In the movie, The Internship, Vince Vaughn and Owen Wilson’s characters find themselves out of work when the watch company they work for closes.  The owner says no one buys watches anymore, they use their cell phones to see what time it is. The product became outdated.

That’s why if you are in business to get more out of life and experience true security and freedom, you have to create and design your own declaration of independence correctly. Because if you don’t, you’ll work hard, grow your business and end up a slave to your own business and any significant amount of time off will cause your business to fail. Or things will change and you’ll need to figure out how to change with the times.

While hard work is admirable and needed to grow a business, it’s not what gives you security and freedom.

What you really need to be clear on is understanding what you really want and what it truly takes to create that.

I’ve seen people wait to do this—wait until they lose their business or their health fails or their family falls apart, and that’s when they seek changes—out of desperation and when their back is up against the wall.

I wrote about this great financial secret and the best way I know to avoid this from happening to you in some detail on pages 12 to 15 here, but the short answer is that you must break free from the work-money dependency link. You must have the ability to manifest money. Because being able to create money at will, gives you real security. And having real security creates true independence, freedom from worry and freedom from financial struggles.

The newspaper print of the first Declaration of Independence is estimated to sell for $750,000. How much is gaining your independence worth to you?

NOTE: What does your declaration of independence look like? And how much is your independence worth to you? If you’re ready to take the steps to creating your ideal life or at least are curious about how others have done it, you don’t want to miss Info-Summit 2013.

If you DON’T want to feel overwhelmed, overworked and underpaid…if you DON’T want so many responsibilities that they keep you away from your family…if you DON’T want a business that is overly reliant on one stream of income…if you DON’T want a business where you have to worry about what will happen if you are unable to work for a period of time…then you owe it to yourself to check this out.

We are opening the doors and letting you inside—to see how others do it—and see how you can too. Come ask questions and find out not only if it’s right for you, but find out exactly how the most successful businesses do it.

Register here now or call 1-800-871-0147 to speak with a GKIC concierge.

Or get more information here www.dankennedy.com/infosummit

Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.